The industrialist Sir
Ernest Willoughby Petter announced his candidacy on 28 February as an
Independent Conservative opposed to Baldwin's leadership of the Conservative Party. Petter had founded the
Petters Limited engineering company from which
Westland Aircraft was separated in 1915. Though he claimed to be free of party and running at the request of the electors, he was eagerly backed by the Beaverbrook and Rothermere papers, the
Daily Express and
Daily Mail. The Conservatives originally selected
John Moore-Brabazon. He withdrew on 28 February, saying he could not defend Baldwin. Baldwin, under pressure to resign as
Leader of the Conservative Party, toyed with the idea of resigning his safe
Worcestershire seat of
Bewdley and contesting the by-election himself. On 1 March Baldwin called
Neville Chamberlain to see him and the latter understood Baldwin intended to resign the leadership of the Conservative Party at once. However the same evening
William Bridgeman urged Baldwin to remain as leader and suggested he contest the by-election. Further discussions with Chamberlain and other colleagues convinced him not to be the candidate, but also not to resign at least while the by-election was in progress. The eventual Conservative candidate was
Alfred Duff Cooper, who had been MP for
Oldham from
1924 until his defeat in
1929. He had been
Financial Secretary to the War Office from 1928 to 1929. In 1929 there had been a
Labour candidate for the constituency, but Labour did not contest the by-election. == Campaign ==